Taj Brand Relationship Spectrum

[pic 1]

REASONS FOR CREATION OF MULTIPLE[pic 2]

BRANDS

• The TAJ Umbrella Branding was diluting the image of the TAJ Brand

• The hotels in its portfolio offered two-star experiences, five-star experiences, and everything in between. Taj’s “mixed bag” of brands was confusing customer perceptions at a time when competition was fiercest.

• To target customers from all social class segments

• Although the Taj brand retained celebrity status, it was losing the emotional appeal critical for a top-end luxury brand.

RISKS FOR THE TAJ GROUP AS A CONSEQUENCE OF[pic 3]

THIS EXERCISE

• TAJ employees felt prestigious to have the “TAJ” name in their business cards. Removing “TAJ” from the name can lead to attrition

• The compensation for the employees below the managerial levels was cut down which can lead to employee dissatisfaction and attrition

• The Franchisee owners can protest changing names as they prefer the name “TAJ” attached to their hotels

• Changing names can lead to confusion among customers and they may end up losing loyal customers

VISION STATEMENT[pic 4]

To be the preferred hotel for smart travellers who are looking for a calm and comfortable getaway through consistency and perfection

To be the preferred choice of hotels for budget travellers looking for comfort and freshness through excellence in basic services.

ANALYSIS OF SUN AND PLANET MODEL

RECOMMENDED BY LANDOR

[pic 5]

ANALYSIS OF SUN AND PLANET MODEL

RECOMMENDED BY LANDOR

• The closer it is to the sun which is the master brand, the more is the linkage with the master brand.

• Vivanta is touching THRP, hence it is a strongly endorsed – Vivanta by Taj.

• The Gateway hotel is within the THRP circle hence it is shadow endorsed by THRP; closely related.

• Ginger hotels is within the bigger orbit of IHCL and not related to THRP. They belong to the same house of brands but are not related.

[pic 6]

Not

Connected

House of

Brands

[pic 7][pic 8]

Shadow

Endorser

Brand

Relationship

Spectrum

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